Mundo Actual

Document:2858694 Teacher: LUIS FERNANDO CORREA CORREA College: INTERNATIONAL SCHOOL OF ECONOMIC AND ADMINISTRATIVE SCIENCES

Subject: MARKETING Course Program: BUSINESS ADMINISTRATION

E-mail: luiscc@unisabana.edu.co Type of Program: UNDERGRADUATE Area: BASIC

Credits: 5 Sessions: 4 Last Date of Update: 25/10/2013 Percent Complete:

JUSTIFICATION

Today`s marketing is all about building profitable customer relationship. It starts with understanding consumer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract, keep, and grow targeted consumers. If the organization does these things well, it will reap the rewards in terms of market share, profits, and customer equity.

Marketing is much more than just an isolated business function – it is a philosophy that guides the entire organization. The marketing department cannot build profitable customer relationships by itself. Marketing is a company-wide undertaking. It must drive the company`s vision, mission, and strategic planning. It involves broad decisions about who the company wants as its customers, which needs to satisfy, what products and services to offer, what prices to set, what communications to send and receive, and what partnerships to develop. Thus, marketing must work closely with other departments in the company and with other organizations throughout its entire value-delivery system to create superior customer value and satisfaction.

KEY FEATURES OF THE COURSE

This course:

• Define marketing and outline the steps in the marketing process.

• Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts

• Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.

• Explain marketing`s role in strategic planning and how marketing works with its partners to create and deliver customer value.

• Describe the environmental forces that affect the company`s ability to serve its customers.

• Explain the importance of information to the company and its understanding of the marketplace.

• Understand the consumer market and the major factors that influence consumer buyer behavior.

• Define the three steps of target marketing: market segmentation, target marketing, and market positioning.

• Define product and the major classifications of products and services.

• Explain how companies find and develop new-product ideas.

• Discuss the importance of understanding customer value perceptions and company costs when setting prices.

• Explain why companies use distribution channels and discuss the functions these channels perform.

• Explain the roles of retailers and wholesalers in the distributions channel.

• Discuss the process and advantage of integrated marketing communications in communicating customer value.

OBJECTIVES

General objective

To empower the students to monitor the socioeconomic environment, the marketplace, the market segment, the competition and the customers in order to formulate the company´s

Marketing plan.

Specific objectives

•Define marketing and outline the steps in the marketing process

•Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts

•Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy.

•Explain marketing´s role in strategic planning and how marketing works with its partners to create and deliver customer value.

•Describe the environmental forces that affect the company´s ability to serve its customers.

•Explain the importance of information to the company and its understanding of the marketplace.

.

COMPETENCES

To develop the critical reasoning process, and the analytical capacities.

To develop the capacity to monitor the environment.

To develop the prospect vision of any business.

To define marketing, and analyze its central concepts.

To develop fluency in English to deal with real life cases from existing companies.

To develop the capacity to monitor the environment

To develop a holistic approach to the definition of its business model

To be able to design and implement a competitive, sustainable and long term advantage.

To define marketing, and analyze its core concepts.

To enhance the student`s capacity to plan the future of the company.

To develop the marketing orientation of the students

To shape the customer orientation of the students

To develop the commitment of the students to create value to the customer

To be able to identify, define and apply the marketing process to a real life business

MARKETING SILLABUS GR0UP SEMESTER 2014-1

WEEK DATE CHAPTER CONTENT DESCRIPTION CASE MARKETING PLAN

1 28-July i Introduction Marketing program, marketing case analysis,content of a marketing plan, marketing syllabus and the choosing of a product for the marketing plan Assignment of all the cases to be discussed in the whole semester Build A Bear: Build A Memory Product: Research

29-July 1 Marketing: Creating and Capturing Customer Value What Is Marketing? , Understand the Marketplace and Customer Needs, Designing a Customer-Driven Marketing Strategy, Preparing an Integrated Marketing Plan and Program, Building Customer Relationships, Capturing Value from Customers, The Changing Marketing Landscape.

Delivery 31st January : JetBlue: Delighting Customers Through Happy Jetting

2 4-Augu Control of assigments the reading of the chapter Marketing: Creating and Capturing Customer Value; the analysis of the marketing case : JetBlue: Delighting Customers Through Happy Jetting and the results of the marketing research on the product

Discussion: JetBlue: Delighting Customers Through Happy Jetting JetBlue: Delighting Customers Through Happy Jetting Product: Research

5-Augu 2 Company and Marketing Strategy Partnering to Build Customer Relationships. Companywide Strategic Planning: Defining Marketing’s Role, Designing the Business Portfolio, Planning Marketing: Partnering to Build Customer Relationships, Marketing Strategy and the Marketing Mix, Managing the Marketing Effort, Measuring and Managing Return on Marketing Investment.

Delivery 7th February: Trap-Ease America: The Big Cheese of Mousetraps

3 11-Augu Control of assigments Discussion: Trap-Ease America: The Big Cheese of Mousetraps Trap-Ease America: The Big Cheese of Mousetraps Product Choice

12-Augu 3 Analyzing the Marketing Environment The Company’s Microenvironment, The Company’s Macroenvironemnt, Responding to the Marketing Environment.

Delivery 14th February: Harrah’s Entertainment: Hitting the CRM Jackpot

4

18,19

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Augu 4 Control of assigments and

Managing Marketing Information to Gain Customer Insights Marketing Information and Customer Insights, Assessing Marketing Information Needs, Developing Marketing Information

Marketing Research, Analyzing and Using Marketing Information, Other Marketing Information Considerations

Discussion 17th February: Harrah’s Entertainment: Hitting the CRM Jackpot

Delivery 21st February : Cisco Systems: Solving Business Problems

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